SEATTLE, WA – Starbucks introduced a new Kids’ Menu today, hoping children will enjoy the new lineup of kid-friendly, caffeine-heavy drinks.
“We are pleased to make coffee and tea available to all ages,” Starbucks VP of Communication Brian DeLancey said. “Why should adults get to enjoy all the fun? Now kids, toddlers—even infants—can share in the great, smooth taste and flavorful aroma that is Starbucks coffee.”
The Kids’ Menu has most of the same items as the regular menu, but coffees are served lukewarm instead of scalding hot. Starbucks also introduced a new kid-friendly size, the “Piccolo”. The new kids’ cups are decorated with more friendly and cartoon-like mermaids instead of the standard green mermaid that currently adorns Starbucks’ cups.
Kids can also participate in a rewards program. Some of the rewards include getting a free drink after five purchases, a plush Starbucks mermaid with the purchase of a travel mug, and free Starbucks-themed coloring book if a child signs up for the Starbucks e-newsletter. The coloring book is one-hundred pages, as Starbucks executives thought the children’s little, caffeine-addled hands would need lots of pages to fill.
To go along with their new kid-friendly image, Starbucks created a new character to attract children to their brand. Captain Starbuck, a friendly, chai-sipping pirate, is the coffee chain’s mascot who will appear in ads and commercials. Captain Starbuck will encourage kids to become “Starbuckaroos” and drink as much coffee and tea as they can.
In the upcoming months Starbucks hopes to introduce food and drink pairings to get even more children into stores. The meals, which may include a donut and a small latté, are said to be called Happé Meals.